Case Study
The Block
The Block is a community of 32 urban townhomes near Vancouver’s Main Street. Working with ParkLane Homes, Braun/Allison crafted a rich, compelling campaign for the project. It worked: weeks after opening day, The Block was 90% sold out – in the worst market in decades.
32 Large Townhomes. Sold.
How did we do this? First, we grabbed attention with an impactful, targeted print ad campaign, herding attention to the website. Online, we told the core story for The Block in language that rang true with the target market. We then continually refreshed the presence of the brand through a blog, Facebook ads, Twitter, SMS messaging, a photo contest, and a host of other means. Using all these channels, we radiated truthful, relevant information to prospects, in an ongoing, self-perpetuating cycle.
The Centre of the Universe
We believe a real estate project’s website should be the true centre of its universe. Through its blog, it should be continually updated with relevant, truthful information that will help buyers feel confident. It should feel more like a news source than a brochure. It should provide multiple links to third party information sources, and to all related media/channels created for the project, always seeking new opportunities to connect with buyers. The Block’s website is a perfect example of this model.
All Tools Become One
We continually fed new eyes to this “campaign nucleus” with an strong print ad campaign, prominent signage, an ongoing Twitter feed, Facebook ads, a newsworthy online photo contest, powerwashed logos on the streets of Vancouver, a brochure, a deft presentation centre, a direct mail piece, banner ads, sponsored blog content, and a host of other methods. All these continually trolled for more and more interested prospects, and refreshed The Block’s presence in the public eye. In the end, this seems to have worked very well: at press time, The Block was 95% sold out. Want to learn more? Read our case study here.
